Commentary

Most Mobile Retail Research Ends In Purchase

Mobile research is an increasingly important part of the retail experience for many consumers, and is correlated with a high likelihood of making a purchase, according to a new survey of over 1,500 British smartphone and tablet users performed by Nielsen on behalf of xAd and Telmetrics.

Overall, 80% of all product-related research queries eventually resulted in a purchase, the survey found. Around 40% of shoppers said they use their mobile devices to research products while in the store, chiefly for price comparison, and 37% have traveled to a store to make a purchase after researching a product on their mobile device. A third of the respondents said their mobile device is their sole research tool for shopping.

Telmetrics President Bill Dinan noted: “The always-on nature of the mobile device means that there are multiple opportunities to engage a shopper as they move throughout their day. Knowing that over half of consumers are looking to make a decision within that same day, there is also an opportunity to influence immediate action including calls, looking up directions, and even store visits.”

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Another survey of U.S. mobile users, also conducted by Nielsen for xAd and Telmetrics, found that 65% of mobile users are looking to make a purchase the same day, while 56% of purchases influenced by mobile research take place in person at a store. Around half of mobile users who conduct product research said they have only a general idea what they’re looking for, leaving them open to influence by ads.

Earlier this month I wrote about the results of a survey of 1,000 U.S. consumers conducted by CFI Group on behalf of eBay Enterprise, which found that the proportion of consumers who have made a purchase via a smartphone in the last six months increased from 59% in 2013 to 70% this year. Fifty-seven percent said they have used their smartphone while shopping in a store, and within this group, 63% use it to check pricing at other stores, 60% check prices online, and 52% read recommendations and reviews.

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